---
title: "What should you focus on when opening a new self-storage facility?"
description: "**Short answer:** Mark starts with the manager: even a remotely managed facility benefits from someone nearby to sell the space during lease-up. Then the team picks three to five unique selling propositions, turns them into benefits, and builds a short…"
url: "https://creatingwealththroughselfstorage.com/docs/opening-a-new-self-storage-facility/"
updated: "2026-10-16"
category: "Marketing & Customers"
---

# What should you focus on when opening a new self-storage facility?

**Short answer:** Mark starts with the manager: even a remotely managed facility benefits from someone nearby to sell the space during lease-up. Then the team picks three to five unique selling propositions, turns them into benefits, and builds a short message from the facility’s story that runs through the website, ads and every phone call.

## 1. The manager

People make emotional decisions, and algorithms don’t create that response, so Mark wants a person selling during lease-up. He looks for someone who reflects the culture he wants, knowing the skills needed in lease-up may differ from those needed once the facility is stabilized.

## 2. Unique selling propositions (USPs)

With the on-site team, Mark picks no more than five features that set the facility apart from local competitors, not the ones everyone claims (gates, cameras, “good service”). Real examples from his projects: 35-foot drive lanes, underground drainage, no history of flooding, 24-hour access or, in another market, limited hours, being locally or family owned, or a rate lock. To find them, rent a unit from your competitors and learn their strengths and weaknesses.

Staff then turn each feature into a benefit and are trained to sell benefits. When a caller is clearly shopping around, his team suggests questions to ask the next facility, questions that highlight their own strengths.

## 3. The story and message

People respond to stories. Mark’s team writes a story about why they bought the facility and what they want it to become, then distills a short message for the trade area. In one market full of large operators with low entry rates, the message was that the facility is locally owned by families in the community who treat customers like family.

## 4. Consistency

The USPs, benefits and message go above the fold on the website and into ads, social posts, the after-hours answering service and staff scripts.

## Related answers

- [Why should self-storage operators sell benefits instead of competing on price?](/docs/sell-benefits-not-price/)
- [How should you set goals and a budget for lease-up marketing?](/docs/self-storage-lease-up-marketing-plan/)
- [Why do fair, transparent rate increases matter in self-storage?](/docs/fair-transparent-rate-increases/)

**Source:** Mark’s posts [So You Are Opening a Facility Soon – Let Me Share With You What We Are Doing](/so-you-are-opening-a-facility-soon-let-me-share-with-you-what-we-are-doing/) and [What Makes You Different? Winning the Self-Storage Lease-up Game With USPs](/what-makes-you-different-winning-the-self-storage-lease-up-game-with-usps/)

**Want Mark’s full system?**Get his free 3-part video series on finding, analyzing and buying self-storage.

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